Industrial Marketing Today

NOVEMBER 16, 2011

Google changing its search algorithms is not news to most SEO experts. It’s a fact of SEO life. What is new with the latest algorithm changes is that Google is being more transparent and talking about them openly. What caught my attention and IMO applies to industrial marketing, are these four changes: Snippets with more page content and less header/menu content: Google’s explanation: This change helps us choose more relevant text to use in snippets.

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Tomorrow People

NOVEMBER 2, 2011

Winning new business shouldn’t be a gamble, especially in tough economic times. Yet too many companies continue to risk their budget for the poor returns of traditional advertising such as media and print advertising. It’s been proven that businesses that keep in marketing in a recession are the ones that do well in the long-term. Building and maintaining a powerful business presence is important, but traditional advertising is still leaving many companies behind.

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Oracle

NOVEMBER 14, 2011

by Joe Chernov | Tweet this Earlier this morning, marketing author and advisor (to Eloqua, among others) David Meerman Scott published a new e-book enticingly titled, Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage (Wiley). The book not only lives up to its promise (that is, it creates a compelling case for a new PR concept called “newsjacking”), but it may have also redefined what a book is in the process. First the stated topic: Newsjacking.

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B2B Lead Generation

NOVEMBER 9, 2011

Tweet If you’re struggling with managing social media programs in the B2B marketplace, Zuzia Soldenhoff-Thorpe (pictured at below) has some news for you: Most of your peers are too. Why is she so certain? As a research manager for MECLABS Conversion Group, Zuzia spent two full days at MarketingSherpa’s B2B Summit in San Francisco providing one-on-one coaching to some of the nation’s leading B2B marketers. Read more about who attended here.) . Here’s what she has to say about her experience.

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Speaker: Matthew Hawk, President of B2bTrainers

The term “sales enablement” applies to a dizzying array of best practices and technologies. In addition, there is tremendous competitive pressure not to fall behind. No matter where you are in your current sales enablement strategy, one thing is key: success ultimately rides on the habits of your sales managers & marketers. In this webinar, Matthew Hawk will lay out an in-depth schematic for your next-level sales coaching, demonstrate the key activities that comprise success, and walk you through several examples of sales coaching cadences that apply to all salesforce sizes.

Sales

Writing on the Web

NOVEMBER 4, 2011

The study of the buying decision process, or neuromarketing, has had a tremendous impact on content marketing. More brands are being studied in laboratories around the world as consumers are being hooked up to brain imaging machines, fMRI , EEG and other devices so that they are monitored while they read marketing messages and make decisions. Neuromarketing is extremely expensive market research to do, but fortunately most brains work the same, with some exceptions for age and gender.

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Industrial Marketing Today

NOVEMBER 3, 2011

I am seeing more manufacturers and industrial companies willing to try inbound marketing with content. A sure sign of that is the number of conversations that I have had recently with my current clients and new leads. They all want to either add a blog to their static industrial websites or convert them into dynamic blog sites. Retrofitting a blog into an existing site is quicker and less expensive than recreating the site on a blogging platform.

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Tomorrow People

NOVEMBER 8, 2011

The day we've all been waiting for in anticipation is finally here (kind of). Earlier today, Google announced the launch of Google+ Pages , or business pages for Google+. While Pages have only been released to a select few businesses, Google+ indicates that organizations will be able to create their own pages at [link]. Visit Tomorrow People's Google+ Page and add it to your Circles here! ).

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Oracle

NOVEMBER 30, 2011

by Joe Chernov | Tweet this Have you ever been the only one dining in a restaurant? If you have, and if you are anything like me, I’m sure it took a while to shake off the depression. It’s pretty grim when the kitchen is as quiet as the dining room. For B2B marketing professionals, Facebook can be just as bleak. Fan pages so empty the only conversation is between colleagues. But it doesn’t have to be that way.

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B2B Lead Generation

NOVEMBER 21, 2011

Tweet. SiriusDecisions made a brilliant contribution to B2B marketing several years ago when they created their Demand Waterfall. That “waterfall” is a metaphor for key funnel stages. It seems like everyone I talk to who works in the technology industry, which is an early adopter of marketing innovations, uses the Demand Waterfall framework. The concept is useful for any B2B industry with complex sales.

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Advertiser: ZoomInfo

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

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Writing on the Web

NOVEMBER 11, 2011

Content marketing experts and the people who write marketing messages ought to understand how consumers’ brains work if they want to engage and create trust and loyalty. The problem lies in assuming people are in charge of their own choices… Everybody thinks they are in control of their behaviors and decisions. We think we are rational, logical, and smart human beings. But we may not be so smart if we don’t recognize our own and others’ irrationality.

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Marketing Insider Group

NOVEMBER 15, 2011

A year ago, Forrester released their CMO Mandate: Adapt or Perish where they spoke about the large number of CMOs who are seeking to transform their upended marketing organizations in 2011. The reason for this change agenda, they said, was due to the havoc being brought by a combination of technology-empowered buyers, old-school marketing mindsets and the rush to outsource digital and content marketing to fill the gap created by their own team’s outdated skills.

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Industrial Marketing Today

NOVEMBER 22, 2011

In the spirit of Thanksgiving later this week, this post is my way of giving thanks to those manufacturers who still believe in the value of “Made in America.”. Manufacturing has been a bright spot for a while now in our economic recovery despite the anemic growth and sporadic hiring. During these holidays, I’d much rather talk about the good news instead of Wall Street’s roller coaster ride or the recent failure of the Super Committee.

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Tomorrow People

NOVEMBER 21, 2011

SEO: What’s so surprising about SEO? The popularity of SEO as a business marketing activity is no surprise. Recent research has shown that nearly 60% of purchases made in a surveyed group started with a search, rather than with company websites or social media ( Source: GroupM and comScore ). With the number of internet users in the UK predicted to grow to an estimated 43.7 million by 2012 ( Source: eMarketer ), the popularity of search marketing is set to continue. No surprises there.

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Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

Lead Nurturing

Oracle

NOVEMBER 4, 2011

by Jesse Noyes | Tweet this Today’s guest post comes from Todd Defren , a principal at SHIFT Communications , a co-founder of Social Media Club and author of the blog PR Squared. He’s work with some of the most respected brands in world. He shares the marketing books he’s derived inspiration from over the years. You’re an eager beaver. A go-getter.

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B2B Lead Generation

NOVEMBER 1, 2011

Tweet I just got back from this year’s round of MarketingSherpa B2B Summits in Boston and San Francisco, where I provided one-on-one coaching to attendees, marketers from Fortune 500 organizations, leading private companies, and emerging businesses. You can read more about who attended here.). Frankly, I don’t know who walks away more enlightened – the marketers I was coaching or me. Every year, I receive a personal introduction to the struggles they’re facing every day.

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Biznology

NOVEMBER 29, 2011

Image by Sean MacEntee via Flickr. Over the last five years that Abraham Harrison has been pitching bloggers on behalf of clients, we have learned a thing or two about how best to reach bloggers, how to engage them, how to get them to carry our client’s message to their readership. Whether we’re doing an outreach to the bloggers of mainstream media and celebrity blogs or to someone who has just set up a blog for the first time, it all begins with the message model.

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NuSpark

NOVEMBER 16, 2011

So I was reading with some interest the 2012 B2B Marketing Benchmark Report from Marketing Sherpa because I always like to see B2B marketers’ top challenges in their businesses, which not surprisingly, is generating quality leads. 78% of their biggest challenge is generating quality leads. Second on the list is generating a high volume of leads; 49%. In general, their biggest priority is, of course, lead generation, and then converting quality leads into customers.

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Speaker: Jay McBain, Principal Analyst – Channels, Partnerships & Ecosystems

We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEOs feel that their current business models will be unrecognizable in the next 3 years. Join Jay McBain from Forrester as he unpacks these future trends.

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Industrial Marketing Today

NOVEMBER 10, 2011

It is true that industrial buyers are more in charge of the buying process today than ever before. Even though the process of buying industrial products and services has not changed much over the years, how industrial buyers prefer to go through their buying cycle has changed dramatically. Content marketing has become indispensable for addressing this changed buyer behavior.

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Tomorrow People

NOVEMBER 7, 2011

Business spend on traditional advertising is falling whilst spend on newer channels such as social media continues to grow. So does this mean the end of advertising and the traditional advertising agency approach as we know it? Older forms of advertising such as TV and print ads are looking outdated compared with new ways of combining content marketing , marketing technolog y and social media. So what's the difference between old and new?

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Oracle

NOVEMBER 23, 2011

by Andrew Moravick | Tweet this Friends, family, memories – they all cross the mind as things we’re thankful for around Thanksgiving. But for b2b marketers, there are probably some technologies they should be thankful for as well. So as you get ready to carve the turkey and pass the mashed potatoes, we outline 8 technologies marketers are grateful to have in their arsenal. Customer Relationship Management (CRM) Systems.

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B2B Lead Generation

NOVEMBER 23, 2011

Tweet In my post earlier this week , I outlined the challenge presented by SiriusDecisions’ Demand Waterfall taxonomy, specifically with the phrase “Marketing-Qualified Leads” (MQLs). Another problematic phrase is “sales-accepted leads.”. Often, funnels leak the most during the handoff between sales and marketing. Invariably, marketing blames sales and sales blames marketing. A lack of clarity around the term “sales-accepted lead” is the real culprit.

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Advertiser: ZoomInfo

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

Sales

Biznology

NOVEMBER 8, 2011

Image by entertailion via Flickr. Let me boil my last post, Google Plus was born prematurely and you should take advantage , down to practical pieces. Part of what makes a technology premature is that you have to be careful how you use it, because it isn’t mature enough to just work no matter what you do with it. To help you carefully handle Google+ for maximum advantage, I’ve assembled eight steps that help you get the best searh visibility from your Google+ posts.

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Writing on the Web

NOVEMBER 22, 2011

If you are writing content designed to persuade and influence, you need to know what makes people tick. photo courtesy of digitalart/FreeDigitalPhotos.net ). There are universal drives that are common in all human beings, across cultures, across the globe. When you create content that appeals to either of these four basic drives, you can’t help but engage the hearts and minds of readers on a profound level. We can learn a lot from evolutionary studies.

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The Point

NOVEMBER 16, 2011

In a recent post , the folks over at Silicon Angle applied their usual insightful analysis to the results of an industry survey by marketing automation company Pardot , a survey that reports fully 42 percent of respondents (all B2B Marketers) have failed to generate any leads from their social media campaigns. At first blush, that number is pretty startling, but on reflection, it really shouldn’t be too surprising.

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Tomorrow People

NOVEMBER 14, 2011

SEO: never done and dusted. “We did all our SEO marketing last year. We just sat down one evening, looked up some keywords and added them to our site. So our SEO is done and dusted.” ” It’s a common claim amongst business-owners and it’s one of the reasons that many businesses are still missing out when it comes to website SEO. Done right, SEO can prove extremely lucrative for companies. But it’s still being undertaken by many as a one-off activity only.

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Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.

Customer